Media lists are...interesting

Last week I learned how to complete one of the most interesting tasks an intern can be assigned: a media list. Now I say interesting because this process can be both frustrating and rewarding to the person that's drafting and updating the spreadsheet. It's frustrating in the sense that it requires a lot of time and energy in research, particularly in search engine sites such as MediaSource and Google. You not only have to research a reporter's beat assignment, but you also have to read a few of the reporter's articles to determine if his or her writing style best suites your client's needs. Media lists also require a lot of fact checking to make sure the reporter's name, office address, phone number and email address are all correct. They also involve the use of Excel, a program that can be a nightmare at times.

But creating a media list is rewarding, and here's why. When a client comes out with a new product it wants to promote, it's crucial that public relations professionals like us get its key message to the best media sources possible. The accuracy of a media list can make or break the success of a client's message to its audience. Therefore when you create a media list, you have direct control over a client's accomplishments–a sacred power in today's corporate America. So when someone asks you to draft a media list one day, remember that as menial as the task may seem, you are indeed making a huge impact on the well-being of a major corporation.